RETAIL MARKETING
| BS – VIII |
|---|
| Course Title : RETAIL MARKETING Course Number : BA (H) – 641 Credit Hours: 03 |
COURSE CONTENTS
- An Introduction to Retail Marketing
- The marketing Role of the Retailer
- The Wheel of Retailing
- The Essence of Successful Retailing
- Shopping Behavior
- The SOR Model of Buyer Behavior
- Developing the SOR Model for a Retailing Setting
- Task Definition and Psychological State
- The Temporal Perspective
- Shopper Types
- Purchase Behavior
- Key Marketing Factors in Retailing
- Location and Perceived Image
- Internal Environment and Core Product
- In-Store-Stimuli
- Relationship Issues and Building Customer Loyalty
- Retail Location
- Classification of Location
- The location Decision Process
- Retail Image: Positioning and Reputation
- Retail Image and Positioning
- Branding of Retail Stores
- Brand Image and Retail Expansion
- Building Strong Brands
- Brand Positioning and Competition
- Store Design
- The Design Element
- The Social Element
- The Ambient Element
- Retail Assortment
- Assortment Planning
- The Decision Process
- Retail Pricing
- Shopper Value Evaluation
- Retailer’s Financial Consideration
- Competitors Issues
- Pricing Objectives
- Pricing Strategies
- Tactical Pricing
- Retail Promotion
- The Retail Promotional Mix
- Sales Promotion
- Point-of-Sale Display
- Advertising
- Direct marketing
- Public Relations
- Personal Selling
- The Retail Sale
- Customer Service as Satisfaction and as Competitive Advantage in Retailing
- What are Services?
- What do Customers Want?
- Designing Appropriate Services and Setting Monitoring Standards
- Delivering and Performing the Service Properly
- Ensuring That the Promises Made to Customers Are Met
- Customer Loyalty and Related Issues
- Relationship Marketing
- Building Relationships and Customer Relationship marketing
- Customer Retention in a Retail Context
- What is Loyalty?
- Customer Loyalty Schemes: Do They Really Work?
- Customer Care and Handling Complaints
- Learning from Losing a Customer
- Communicating with Unhappy Customers
- How to Handle Complaints
- Retail Demand management
- An Input – Output Retail Demand Management Model
- Outcomes of Input – Output Retail Demand Management Model
- Crowding
- Retail Demand Management Tactics
- Strategic Aspects of Retailing
- Competitive Positioning in a Retail marketplace
- Managing Customers Strategically
- Competencies and Capabilities
RECOMMENDED BOOKS:
- Malcolm Sullivan. Dennis Adcock. "Retail Marketing." Thomson. 2006.
- A. Halborg. R. Ross. "Marketing Principles and Practice." Pitman Publishing. 3rd Edition.
- Adcock D.G. "Marketing Strategies for Competitive Advantage." Wiley,